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This edited collection presents seven recent studies in contemporary cognitive neuroscience which have come to be viewed as classic experiments. The contributing authors are renowned in their field for producing intelligent and innovative research, and together they cover each of the main sub-disciplines of cognitive neuroscience. As well as the original study, and a description of the methodology and results, each chapter includes a personal commentary by the author of the study in which they share unique insights into the genesis of the idea, the 'how to' of carrying out scientific research and a summary of the most important results. In addition, leading figures discuss the impact of the study, how it advanced research in the area and the influence it has had on their own and others' experimental designs and research activities. By illustrating the scope for creativity that exists in the process of experimental design, the authors encourage you to innovate and design creative approaches to experiments that address major theoretical issues or solve specific problems. This is important reading for students of psychology and cognitive neuroscience. Contributors include: Charles W. Anderson, Niels Birbaumer, Sean Commins, James Danckert, Beatrice de Gelder, Paul Dockree, Luciano Fadiga, Gereon Fink, John Foxe, Eleanor Maguire, Shane O'Mara. Alvaro Pascual-Leone, V.S. Ramachandran, Lynn Robertson, Richard A.P. Roche, Giuseppe Vallar, and Vincent Walsh.